Luxury and value drive growth
Personal accessories in Thailand experienced significant polarisation in 2025, with the luxury and mass-market segments driving growth, while the mid-market stagnated. This resulted in positive growth, with retail sales reaching THB192 billion, a 3% rise on the previous year. Growth is being driven by affluent consumers driving demand for luxury items like fine jewellery and luxury bags, and budget-conscious buyers seeking value-for-money accessories via e-commerce. Other factors impacting growth include shifting consumer demand from Gen Z fueling demand for sustainable products and resale and rental options, and the rising importance of e-commerce in retail.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Accessories in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Accessories in Thailand?
- Which are the leading brands in Personal Accessories in Thailand?
- How significant is tourism in determining sales and demand for Personal Accessories in Thailand?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Thailand?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Thailand
Luxury and value drive growth
Luxury and value polarisation drives growth
Traditional and connected watches lead sales
Resale and rental boom among young Thai consumers
Gen Z and circular consumption set to drive future growth
Premiumisation key to future growth in personal accessories
Digital-driven engagement to shape industry future
Sustainability to gain in importance across personal accessories
Luxury giants and local brands shape competitive landscape
Omnichannel retailing boosts sales of luxury personal accessories
Luxury brands adopt omnichannel strategies to maintain trust and prestige
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in Thailand
KEY DATA FINDINGS
Polarised growth driven by premiumisation and domestic travel rebound
Travel recovery and HNWI spending drive value growth
Resale and rental options reshape market dynamics
Travel and tourism drives value sales growth
Travel growth set to drive demand for multifunctional designs
Local brands to gain in significance
Sustainability and the future of bags and luggage
Innovation and experiential retail to drive sales growth
Hermès and LVMH maintain lead through exclusivity and experience
Brand strategies balance innovation, localisation, and accessibility
Brands capitalise on tourism and rental and resale trends
Store-based distribution channels lead bags and luggage sales
Retail e-commerce drives growth with convenience and price sensitivity
Jewellery in Thailand
KEY DATA FINDINGS
Economic growth and conscious consumption fuel Thailand’s jewellery category
New consumer preferences split between investment and fashion jewellery
Gold holds longer-term value compared to social media interest spikes
Consumers shift towards personalised jewellery
Sustainability and eco-friendly production drive value ggrowth
Rising middle-class wealth set to drive jewellery sales
Gold and gemstone prices expected to shape the future of fine jewellery
Sustainability and ethical sourcing to become key drivers in jewellery market
Leading companies maintain dominance through diverse strategies
Physical stores lead jewellery sales with experiential retail
Traditional and Connected Watches in Thailand
KEY DATA FINDINGS
Market growth driven by health-tech adoption and luxury investment appeal
Health-tech adoption drives value sales growth
Heritage and prestige underpin premium value in traditional watches
Resale and rental options reshape market dynamics
Luxury appeal driven by Gen Z consumers
Luxury appeal and pre-owned market to drive future growth
Connected watches expected to lead growth
Leading brands maintain dominance through innovation and loyalty
Department stores and watch and jewellery specialists lead distribution
Resale and rental expands to physical and online platforms
Health-tech adoption drives innovation in watch technology
Writing Instruments in Thailand
KEY DATA FINDINGS
Premiumisation adds value amid flat volume growth
Premium and mass segments polarise writing instruments
Digital distruption reshape market dynamics
Sustainability expected to drive future sales
Pens to remain largest category despite digitalisation
Innovation and e-commerce expansion expected to drive growth
Global giants and local leaders drive market dynamics
Strategic shifts and innovation opportunities
Offline retail channels lead, e-commerce grows rapidly
Premiumisation and drive innovation through aesthetic releases
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Accessories research and analysis database.
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